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Simple Syndication (RSS) -- Wheres The Payoff?

How RSS really does pay off...

Have you heard of RSS (Really Simple Syndication)? Did you
know you can syndicate your news stories from your website? You
probably have seen some orange buttons around the web with the
letters "RSS" on them. They allow other websites to link to your
news stories with just a click. Simple. Syndicate.

Ok. Now, you know about Really Simple Syndication... but
where's the payoff? Let's look at the ways that RSS can pay off
for you. And, pay off, it does -- when you use this emerging
technology effectively.Now by "emerging technology," we mean it
is relatively new, and people are still learning about it. But
already many savvy webmasters are "aggregating" RSS feeds --
pulling common topic feeds together at their websites. And, big
players like Yahoo, and Amazon are offering up RSS solutions. You
can "subscribe" to a selection of news feeds on your personalized
home page at Yahoo, for example.

Feed me... feed me...

There's even a search engine just for RSS feeds, called
Feedster.com, that currently returns over 4,645,164 feeds indexed
and fully searchable. Last August, there were only a quarter of a
million feeds. Feedster reports that around 5,000 new feeds are
being added... per day. Someone's hungry. And this hunger for
feeds is being fed by millions of "blog" websites that use
automated "Content Management Systems" to turn out their RSS news
feeds. At Feedster.com, you can simply search through millions of
them, or you may "subscribe" there to the feeds of your choice,
creating a sort of customized electronic newspaper for
yourself.

Looks like RSS is here to stay, so what does a "pay off" from
RSS mean? Will it mean increased traffic to your website? Yes.
Could it mean an increase in sales of your services or products?
Yes, but probably not as immediately as direct advertising would.
What about P.R. value? Yes... most definitely.

Traffic Boost: It's key to understand that when your stories
are well-written and of interest (two major considerations --
write professionally for your best success), people will
subscribe to your RSS "feeds." They will want to read them. Next,
when they like your story, and its focus, they will naturally be
curious to learn more. Include links to your site in your news.
From this you can boost the traffic to your site. This is a sort
of new generation of what was known as "reciprocal linking"
where, in its simplest form, you got more traffic to your site by
exchanging links with other websites covering similar material.
Now instead of a link... you provide full articles which may
reference your products, services, websites, and perhaps those of
your clients.

Public Relations Value -- the P.R. Factor: Does your firm have
a Public Relations strategy? It should. Does it include RSS? It
must. You see Public Relations professionals are already talking
about RSS in glowing terms like how it is "providing additional
channels to amplify supportive messaging." Hey... translated this
means any word you can get out on the street makes your business
and its market offerings stronger and much better known. What's
that worth to you? Advertising execs are talking about how this
can help boost "brand loyalty". Huh? Hey, if you're in business,
your company identity gets branded (or not, unfortunately) into
the minds of customers and prospects. A good brand wins loyal
customers. RSS news feeds, done properly, do precisely this for
your company. And one more thing... RSS installed on your site
automates a process that can cost quite a lot done manually by a
big P.R. Agency. Shsssss.

So where are the sales? The formula is simple: the more your
company and its offerings becomes known and favored by customers
and prospects alike, they more sales will result. How many sales?
To take a shot at a preliminary answer, I did searched for it
using... you guessed it... a search of RSS feeds about
advertising results. I'll end this article with an overview of
articles reporting on those results, but please be clear about
one thing -- people want NEWS in their RSS feeds -- news they can
use. Advertising is secondary, and many sites are reporting the
rejection of blatant and direct ads. Remember, banner ads are
dead. "Product placement" (like when you see an Apple computer in
a movie) -- mentioning of related products and services in news,
blogs, and RSS feeds is not dead. It's working.

Initial RSS Marketing Results... proceed with caution Here are
a couple of links to articles that have studied the results of
RSS, and ads in RSS feeds:

1. RSS Advertising Case Study. Overview. Pheedo reports that
by integrating online advertising into an RSS feed, a new online
advertising technique, it has achieved measurably better results
than e-mail for its client. Read More at:
http://www.pheedo.info/archives/000057.html

2. Blocking of Ads in RSS feeds already envisioned. Of course.
People want news to be news. They might put up with informative
links, but not blatant, outright, defiant, in-your-face
advertising. You can read a blog of comments on this issue at
Kottke.org

What are you serving?

The feed goes on. Advertising and no advertising. Straight
news articles, and Public Relations pieces with positive spins on
your company and its products. The bottom line? If you're going
to have a website and write professional content, why not
syndicate the news articles and greatly extend your reach and
influence? It's really simple, and it doesn't cost that much.

Scott Frangos is a writer, designer, and eCommerce marketer
with over 20 years experience in Advertising. He has taught
eCommerce, HTML, and Business courses at the college level in
Portland, Oregon, and currently is Managing Partner of
WebFadds.com - http://www.webfadds.com

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